(Floating) Offshore Wind or the Art of Doing Well while Doing Good ... and choosing one's partners wisely

In the fast-evolving and always challenging offshore wind industry, the too often overlooked integration of simple values such as kindness, humanity and empathy can profoundly enhance business operations and long-term project success. As the sector grapples with technical, environmental, and social challenges, these human-centered values are increasingly recognized as pivotal for fostering sustainable growth and forging successful partnerships over extended periods, in particular when we are dealing with decade-long projects and multi-company SPV governance.

Kindness within a corporate culture cultivates a supportive and inclusive environment. When employees feel valued and respected, they are more likely to be motivated, engaged, and committed to their work. This can lead to higher productivity, reduced turnover, and a more innovative workforce. Additionally, kindness in leadership encourages open communication and collaboration, essential for tackling the complex problems inherent in offshore wind projects. I definitely experienced the benefits of that during my 10 year tenure at BW Ideol .

Engaging with local stakeholders with kindness ensures respectful and considerate interactions. Offshore wind projects impact coastal areas, and addressing local concerns with genuine care can mitigate opposition and build local support. Companies that demonstrate kindness in their community relations, by listening to and acting upon the needs and feedback of local residents, can foster goodwill and cooperation. This community support is crucial for the long-term viability of offshore projects, as it reduces conflicts and facilitates smoother project execution. How many projects have failed or lost valuable time neglecting that simple rule?

Humanity in business practices means recognizing and prioritizing the well-being of all stakeholders, including employees, suppliers, co-investors and local communities. This involves fair labor practices, ensuring safety standards, and providing opportunities for personal and professional growth. Companies that treat their workforce with humanity are more likely to attract and retain top talent, which is vital for the sustained success of long-term projects. Expert employees, partners and suppliers are one thing, kind experts are a world of difference. I have even often thought that kind and competent employees, partners and suppliers are ultimately better that more expert but less kind ones. I do still believe it and the succesful projects I had to chance to lead or work on are a living proof of that.

Moreover, humanity extends to environmental stewardship. Offshore wind industry players have a responsibility to minimize their environmental impact and contribute positively to the fight against climate change. This entails adopting sustainable practices, investing in eco-friendly technologies, and actively working to preserve marine ecosystems. A commitment to environmental humanity can enhance a company’s reputation, attracting investors and partners who are equally convinced of the merits of sustainable practices.

Partnerships built on humanity are more resilient and collaborative. Over a decade-long project, challenges and disputes are inevitable. However, partnerships grounded in mutual respect and a shared commitment to humane values and common goals are better equipped to navigate these challenges. They are characterized by transparent communication, equitable risk-sharing, and a long-term perspective that prioritizes collective success over individual gain. I am very grateful to have engaged with some business partners that not only understood that but promoted it too.

Empathy in leadership transforms how companies interact with their stakeholders. Empathetic leaders understand and anticipate the needs and concerns of their employees, fostering a more responsive and adaptable organizational culture. This can lead to more effective problem-solving and a more agile response to the dynamic challenges of the offshore wind industry.

Empathy is also critical in stakeholder relations. Understanding the perspectives of local communities, regulatory bodies, and environmental groups enables companies to build stronger, more cooperative relationships. Engaging empathetically with these groups helps in identifying and addressing potential issues before they escalate, thereby maintaining smoother project timelines and reducing the risk of costly delays.

Empathetic business practices also enhance customer and supplier relations. In an era where consumers are increasingly conscious of corporate ethics, companies that demonstrate empathy in their interactions are more likely to build customer and supplier loyalty and attract positive public attention. This customer goodwill can translate into long-term support and advocacy for the company's projects and initiatives.Same is true with your supply-chain as their succes means your success.

Integrating kindness, humanity, and empathy into the offshore wind business framework not only enhances operational efficiency and stakeholder relations but also paves the way for sustainable and successful long-term projects. These values create a more resilient corporate culture, foster stronger community and partner relationships, and ensure a more sustainable approach to environmental stewardship.

By prioritizing these human-centered values, offshore wind companies can achieve enduring success and contribute positively to the global transition to renewable energy over the next decade and beyond. May many more developers, utilities, investment specialists and members of the supply-chain embrace that approach. Engaging with most of them for the last decade I do admit I have met amazingly kind people in this industry and - unsurprisingly - most of them have risen to the top and surrounded themselves with equally kind people, practicing spontaneous and random acts of kindness in a continuous and selfless way. I dare call this reciprocal maintenance.

Sure, business is business but on-time delivery and profitability do not always have to rhyme with lack of humanity or empathy. Agreed, this is all common sense but as I heard (and even experienced) earlier this week in the Paris subway, common sense is like deodorant, the people that seem to need it the most never seem to use it. It is always the right time to play nice, even in business. I don't call this being naive, I call this being efficient and keeping the big picture in mind.

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